Courts Singapore takes flagship up a notch

Courts Singapore has redesigned its flagship megastore in Tampines, offering a new immersive experience for customers.

For the upgrade, the retailer of home electronics, IT and furniture products has put a particular focus on the needs of modern apartment living.

Courts Singapore - Tampines flagship - Check-out is a breeze with 50 per cent more cashiers on Level 1 alone

With its official grand opening on Saturday, the store offers 136,000sqft (12,600sqm) over three floors, with experiential areas making up most of the space.

In conjunction with the makeover, Courts has also unveiled its relaunched online store which now seamlessly unifies the offline/online shopping experience. The webstore is the largest in its network, offering more than 17,000 SKUs as well as introducing intuitive navigation, search and a faster check-out experience. There is also the option to collect purchases in its physical stores.

Courts Singapore - Tampines flagship - The newly redesigned Level 1 atrium at COURTS Megastore Tampines

“We are making good living and great in-store experiences accessible and affordable to all Singapore homeowners – a vision we’ve stayed true to since we first opened 43 years ago,” says group CEO Dr Terry O’Connor.

Courts Singapore - Tampines flagship - 50 per cent of COURTS online shoppers choose to buy online and collect in-store, at convenient Click and Collect counters

$10 million investment

The flagship upgrade is part of Courts Singapore’s S$10 million (US$7.3 million) investment into a series of store refurbishments for the financial year with a focus on new retail concepts and experiential areas. Courts has also launched a new brand slogan, “Better Living, Better Prices”.

“The Courts Megastore transformation is the result of a year of planning and two months of renovation work, combining the expertise of the commercial, visual merchandising and store operations teams,” says Courts Singapore country CEO Ben Tan.

Courts Singapore - Tampines flagship - Four new chef demonstration areas bring culinary delights and in-store theatre to shoppers

“We’ve curated every aspect of the shopping journey,” he says. This includes online integration, a new range for lifestyle and smart technology trends, complementary furniture customisation and three-week delivery.

Courts Singapore - Tampines flagship -Smart home link-up is demonstrated at Design Studio by COURTS, and available for purchase at COURTS' one-stop solutions provider GURU

Courts Singapore - Tampines flagship -Customising your sofa is as easy as 1-2-3 with over 2,500 COURTS-exclusive fabrics and over 150 leather and half-leather options to pick from

With every furniture consultation customers are offered a free cup of artisanal coffee. Bespoke options are available for every furnishing need from sofas, curtains and blinds to wardrobes, bedding and dining tables.

In its bedding department Courts offers more than 1000 types of mattresses from 23 brands. Shoppers can customise their bed frames and headboards. The revamped bedding area has 11 galleries including new brand for healthy living.

Courts Singapore - Tampines flagship- A wide array of dining tables in various materials, finishes and bases are offered on the floor

Design services

For new homeowners, the Courts Design Studio offers services covering interior design, renovation, furnishing, flexible finance and smart-home connectivity. Consultants are on hand from two award-winning interior-design firms. The studio houses a full-size four-room HDB apartment and studio apartment showroom, integrated with smart-home automation.

Courts Singapore - Tampines flagship - COURTS is the largest bedding retailer with over 1,000 mattresses from 23 brands

On the same level, the new Home Gallery is an adaptable showroom space that will be regularly refreshed with room settings and also doubles up as a furniture photoshoot studio. The showroom has two movable walls.

There is also a Dulux Paint Experience area where shoppers can experiment with colours.

Four new interactive cooking demonstration stations will feature chefs and cooking hosts. Hungry shoppers have the new Mo Cafe for single-origin coffee and cakes, and a Subway with a window overlooking the third level.

Samsung Open House 2.0 is an experiential retail concept offering an interactive and connected smart-home experience. It showcases the brand’s range of digital appliances on a 85in. UHD display, allowing shoppers to visualise how each appliance might look in their home. The neighbouring LG Home Entertainment area showcases a range of setups.

Hands-on gaming

Courts Singapore - Tampines flagship - The new Gaming Zone at COURTS is a space hosting multiplayer gaming tournaments and a key experiential zone in the store

Courts has also expanded its gaming zone with such brands as Acer Predator, Alienware, Asus Republic of Gamers, Lenovo Legion, MSI and Razer. shoppers can try out the latest PC games, and there is a space designed to host multiplayer gaming tournaments.

Also launched at the megastore is Guru, which offers more than 100 repair and maintenance services for more than 20 home-product categories. It will be open 365 days a year with its own in-store service counter as well as a phone hotline, and will also offer home cleaning, painting and fix-it services with warranties.

COURTS has expanded its gaming retail area with nine PC, console and augmented reality gaming brands

To mark the flagship’s official opening, a four-week celebration will offer discounts of up to 90 per cent, and deals such as a free Xbox One, worth $499, with the purchase of any gaming laptop computer.

There will also be a celebrity line-up including Arsenal and Liverpool football stars, singer Joanna Dong, Running Man star Kim Jong Kook and Singapore’s first boxing champion, Muhamad Ridhwan.

Free public Wi-Fi as well as complimentary parking are also available.

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